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College Students' Perception of the Effects of Ads in English

大學生對廣告英文課程成效之看法

摘要


This study investigated college students' perception of the effects of advertising in English. The participants were 51 college students at a university in southern Taiwan. The students did a pretest of analyzing an ad (London Clark Shoes) at the beginning of the semester and a post-test of analyzing the same ad, as well as completing a questionnaire (32 multiple-choice questions and three open-ended questions) and an interview about the course effect in the last week of the semester in order to measure the progress of ad analysis performance and perception of the course design. During the course period, various topics related to ads were covered and activities conducted. The five-Likert scaled answers presented an average of 3.85 for the whole questionnaire. The results indicate that students had learned more about ads than before. They seemed to learn ad terms more clearly than rhetoric terms. The participants who liked ads felt more satisfied with copywriting improvement and practicality in the analysis of ads, and paid more attention to ads than those who did not. Moreover, the results of the answers to the three open-ended questions include the following: a general preference for learning how to appreciate and analyze ads, presenting designed ads, and applying elements and functions of ads. They had difficulties in analyzing and designing ads, and in understanding the terminology and content of ads. Some suggested the teacher to include new ads, adjust theory in respect to practice, and prolong the interval between the midterm and final presentation. Implications are provided for future similar course implementation.

並列摘要


本研究旨在探討大學生對廣告英文課程成效之看法。參與者是51名就讀於一所位於南臺灣之大學的學生。學生在學期開始時進行分析一份廣告的前測,並於學期最後一週進行後測、填寫一份問卷以及進行有關課程成效的訪談,藉以暸解學生廣告分析進步情形以及對課程設計的看法。在授課期間,教師演示了各種與廣告有關的主題與活動。在整份問卷中,李克特五點選項的回答平均3.85分,參與者在後測中針對廣告的分析字數較前測平均多了3.7倍。結果顯示學生在修課後學到了更多有關廣告的知識且能以較長篇幅的文字闡述其觀點。相較於修辭術語,學生對廣告術語的理解似乎更加清晰。喜歡廣告者比不喜歡者對於增進文案設計、分析廣告的實用性等抱持較高的滿意度,也較注意廣告。此外,開放性問題的回答結果為:學生喜歡這門課因為學到了如何欣賞和分析廣告、展現自己設計的廣告。面臨的困難也包含分析和設計廣告、瞭解廣告的專有名詞及內容。部分學生建議教師融入新的廣告材料、調整理論和實務的比重。本研究成果可作為未來實施類似課程的參考。

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